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British Airways ‘Big Little Welcomes’
Interactive / DOOH
For many, Christmas is a time for reunion with loved ones and a chance to spend quality time together. BA wanted to be a part of these reunions, giving audiences the chance to write personalised and heartfelt messages for their loved ones as they landed back in the UK. Creative was dynamically served via DCO using flight numbers and live API data so that messages were live for up to two hours after that specific plane had landed.
Outcomes & Impact
- ▹Ad awareness increased from 15% to 23%
- ▹Consideration increased from 46% to 67%
- ▹Preference increased from 23% to 38%
- ▹BA flight searches up +82% vs the category average
- ▹Won 2 x Gold and 1 x Bronze at Data Marketing, Bronze at World OOH and Bronze at Drum Awards